講師

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"Cultural industries entrepreneurship in the digital era" "Prospective: what are some leads for future development?" -In cultural industries, each person used to have a part in the value chain. Producers would produce, and consumers would consume. The various cultural sectors were divided vertically. Each industry evolved in a closed-off world, each cultural good had its format and modes of distribution. But new technologies brought worlds together that used to work independently and separately, which created bridges and collaborations between disciplines. Identities and roles along the value chain are being reconstructed. There is also a form of hybridism for usages and production modes. Hybrid logics are shaking things up and creating uncertainty as well as providing new opportunities for development. In the light of these evolutions, here are some interesting points for future cultural entrepreneurs. First, economic models are becoming more horizontal, centered around users, anticipating their needs, creating adherence to retain their custom. Commercial strategies are more targeted and use distinctive approaches which take into account the specificities of each individual. They have to rethink their relation to users and how to create loyalty, focusing less on punctual transactions and more on long-term relationships. In this new era of access, the trend is to focus on usages rather than property, which compels many entrepreneurs to rethink their approach to brands or intellectual property. Companies are capitalizing on the potential of network and collective intelligence to understand users and create loyalty. Networks allow them to perceive weak signals, to make sure users participate in positive virality phenomena. Of course, data is playing a more central part in these new models, in corporate strategies. The growing hold of new technologies and data over cultural industries is raising many legal and ethical questions. Although virtual reality, algorithms, and artificial intelligence provide unprecedented perspectives for progress in many areas, these technologies also raise a series of questions regarding transparency, personal data protection, algorithm responsibility, platform loyalty, and the protection of cultural diversity. Future cultural entrepreneurs will have to think about the impact of their companies on society and on user well-being.